Developing Insight

Have to use any of the following sources:

Market Segmenting, Targeting and Positioning. (n.d.). Chapter 5. In Principles of Marketing.

Market segmentation. (n.d.). In Boundless Marketing.

Identification of target markets. (n.d.). In Boundless Marketing.

Conducting a segmentation. (n.d.). In Boundless Marketing.

Data-driven decision-making, Chapter 3, and Data analytics, Chapter 21. In Stokes, R. (2018). eMarketing: The Essential Guide to Marketing in a Digital World.

Salvador, A.B. and Ikeda, A.A. (2014) Big data usage in the marketing information system. Journal of Data Analysis and Information Processing, 2, 77-85.

Choose a well- known product category (not a single product and not a brand) and identify that product category in your subject title and discuss:

(Pick one Goods, Services, Experiences, Convenience, Shopping, Specialty Goods, Industrial Goods and Consumer Goods)

1)To what consumer market segment is that product category being targeted? How can you tell? What evidence do you find?

2)How is consumer data being used by marketers to support the marketing of the products in that category? What evidence can you find for your views?

3)How would an understanding of marketing technology help the marketing manager of a new brand entrant into that product category?

4) Discuss a possible future application of technology for that category that is not quite possible today, but might be in the near future.

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